Resilient Homes (Phase 2) : the Timperley green homes
trial on methods to motivate home-owners to address
property-level effects of climate change

Bichard, E; Thurairajah, N

Abstract

This report describes the findings of a trial that tests strategies to motivate homeowners to purchase energy saving and flood protection measures for their properties. It was carried out as part of the second phase of the Environment Agency’s Resilient Homes programme. The premise of the study is based on the difficulties encountered by policy-makers to break though public inertia to act on the threats to their property caused by climate change. Government estimates that improved insulation alone will be needed for 26 million homes and that over 9 million homes still do not have basic energy conservation measures such as loft, wall and window insulation, or efficient low carbon heating units. While these facts are regularly communicated to the public via multiple messaging routes, few are making energy conservation a spending priority. The progress on property-level flood protection is even slower. There are an estimated 5.2 million homes in areas that are threatened by flooding from the sea or rivers, and many more could be affected by flash flooding as surface drainage is overwhelmed by local deluges. While many people are aware that they live in flood risk areas, high numbers think that the probability that their house will be flood in the future is low. The trial took place in a suburb of Greater Manchester known as Timperley and the report describes a proof of concept experiment based on three principles; the timely intervention of information at crucial points in purchasing decisions, the use of green community groups to influence norm-based behaviour, and the offer of non-cash incentives with intrinsic sustainable value. The report concludes that a combination of behavioural economics and peer influence and timely facilitation can bridge intention to action gaps and help communities to react to the climate change issues that threaten many neighbourhoods.

Citation

property-level effects of climate change

• Report Type: Technical Report
• Deposit Date: Oct 14, 2011
• Publicly Available Date: Apr 5, 2016
• Keywords: Climate change, behaviour change, flood protection, energy conservation
• Additional Information: Corporate Creators : Environment Agency, Trafford Borough Council